I have had quite a few debates with many of you on MTV not exactly continuing to be a music channel. Every second day, somebody or the other would have his or her own interpretation of what MTV is or is becoming. One of the top 10 threads invariably would be dedicated to the MTV programming, or the lack of it. Why, we even discussed it during Webysteria.

And every time I have said the same thing... YES, you guys are right!

We cease to be just "Music Television". We have been delivering far beyond music for the past 5 years now, and that has been a conscious effort. We have tried to model ourselves on your world. A world full of excitement, love, laughter, college, teachers, hope, fun, adventure, movies, music, television, computers, mobile phones, bikes, malls, multiplexes, girls, guys, romance, dating, commitment, careers, torrents, bluetooths, fashion, passion and LOTS of fun.

Noticed something?

Yes, "music" and "television" form a significant part of your environment. They are there in the long, though incomplete, list that I generated. But your world goes far beyond just Music. Or television. And that is what MTV is gonna attempt going forward.

From 17th October, we are dropping "Music Television" from the MTV logo!

Simple funda here. We are inspired by music, but not limited by it. And while we remain a television channel, we would want to be present across all the other screens, why, EVERYWHERE, wherever our audiences are!

We made an official announcement of the same at a press conference in Mumbai today which also unveiled VJ Rhea to the world. For details on what is being done to underline on the Beyond Music, Beyond Television attempts of MTV, refer to the link in my next post.

PS: Let me share a secret with you guys. YOU are responsible for making us believe that if we do things right, you, our viewers, would be kind enough to interact with us in spaces outside of television. This community is beyond music and television, yet is as MTV as MTV would want to be. Thank you, all!